www.OTOinsights.com 1

Neuromarketing and the User Experience

Dan Berlin, MBA, MSHFIDSr. Research Associate, OTOinsights

October 29, 2009

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Agenda

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Cognitive Bias

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Quantemo“Quantifying Emotion” Optimize every interaction with customers in a

way that establishes positive emotional responses.

Patent Pending

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Quantemo Methods

Data Collection Collection tools Output

Bio-Feedback/Neuro-feedback

• Heart rate• Breathing rate• Galvanic Skin Response• Facial Recognition• Emotions from brainwaves

Eye tracking • Heat Maps• Gaze Replay• Gaze Plots

PrEmo emotional instrument • Emotional self-report to objects, events, and situations

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Quantemo Researcher View

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Real-Time Physiological Data(Heart Rate, Respiratory Rate, & Galvanic Skin Response)

Real-Time Emotional Data (Facial Recognition)

Real-Time Neurological Data(EEG)

Real-Time Sociomotor Data(Eye-Tracking: Gaze Track, Heat Maps, & Click Tracking)

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Series1

-0.6

-0.4

-0.2

0

0.2

0.4

0.6

0.8

1

0.75

-0.37

0.47

Quantemo Engagement Index (QEI)

Concept 1 Concept 2 Concept 3

Quantemo Design Validation Results

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Quantemo Usability Results

11:29:00:360

11:29:03:500

11:29:05:960

11:29:08:900

11:29:12:120

11:29:16:620

11:29:18:460

11:29:23:820

11:29:28:100

11:29:31:200

11:29:34:740

11:29:36:620

11:29:40:340

11:29:43:260

11:29:45:140

11:29:46:760

11:29:51:140

11:29:53:600

11:29:55:940

11:29:58:820

11:30:01:320

11:30:05:040

11:30:07:360

11:30:09:520

11:30:11:620

11:30:13:260

11:30:15:980

11:30:17:900

11:30:20:440

11:30:22:640

11:30:24:940

11:30:27:620

11:30:30:580

11:30:35:060

11:30:37:760

11:30:39:740

11:30:41:460

-7.0-6.0-5.0-4.0-3.0-2.0-1.00.01.02.0

-Subject only took 5 seconds to find “Contact” Link and “Form” Link- QPI dropped to -.8 during this time

-6.8

-QPI drops to lowest point in study (-6.8) when subject fills out address information.

Task 4| Lead Generation

Time to Complete: 110 SecondsTotal Eye Fixations: 200Quantemo Physiological Index (QPI): .5Outcome: Pass

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Emotional Connection

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Quantemo Emotional Results - PrEmoDesire

Satisfaction

Pride

Hope

Joy

Fascination

Disgust

Dissatisfaction

Shame

Fear

Sadness

Boredom

0.00

2.00

4.00 Concept 1

Concept 2

Concept 3

Concept 2 elicits more satisfaction, joy and fascination

Concept 1 elicits boredom

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Detailed Emotions

DesireSatisfaction

Pride

Hope

Joy

FascinationDisgust

Dissatisfaction

Shame

Fear

Boredom

0

2

4

RAIS EmotionsDesire

Satisfaction

Pride

Hope

Joy

FascinationDisgust

Dissatisfaction

Shame

Fear

Boredom

0

2

4

Non-RAIS Emotions

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Eye Tracking – Heat Map

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Few CTA viewsMore CTA views

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Eye Tracking - Fixations

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Headline CTA Text Picture Logo0

2

4

6

8

10

12

14

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Time to First Fixation

Seco

nds

Headline CTA Text Picture Logo0

2

4

6

8

10

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Fixation Length

Seco

nds

CTA was looked at quicker… …and longer

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Secondary Research

White Papers Published:

• Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior

• Implications of User Engagement with Search Result Pages

• Emotion, Engagement and Internet Video

• Player Engagement and In-Game Advertising

• Serious Games for Marketing

Upcoming:

• User Generated Content

• User Interactions with Yahoo! RAIS

http://www.onetooneinteractive.com/otoinsights/research-studies/

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Thank You!

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